In a marketplace crowded with agencies promising creativity, few have committed themselves so completely to a single sector as Marketing Bee. This year, the Melbourne and Sydney–based firm has unveiled its new tagline, “Built For Food & It Shows,” a statement that captures both the agency’s trajectory and its identity as a creative agency designed entirely around the needs of the food and FMCG industries.
Taglines are often seen as slogans, but Marketing Bee’s new positioning is more of a declaration. It reflects a philosophy built over years of working with food brands of every size and category: from supermarket staples in Coles and Woolworths to specialty products destined for global and export markets.
For CEO Sharon Latour, supported by Production Director Luca Pagnut, the choice was deliberate. “Built For Food is the essence of who we are. Every element of our agency has been designed around the food industry and its unique demands. From our food studio to our TV expertise, we understand this sector inside and out,” she explains.
This singular focus distinguishes Marketing Bee from generalist agencies. Where others span dozens of industries, this agency has built infrastructure, recruited talent, and refined processes specifically for food.
“Fine Food is where the industry comes together. It’s not just about showcasing products, but about connecting, learning, and sparking ideas that shape what’s next in food. We’re proud to be part of it again this year,” said Luca Pagnut, Production Director at Marketing Bee.
Building Around Food
The agency’s capabilities reflect its niche. Its three-level FMCG studio in Melbourne allows for end-to-end creative production, from photography and content creation to large-scale brand campaigns. The studio is more than a resource; it signals the agency’s intent to meet food brands where they operate, marrying culinary knowledge with retail-savvy storytelling.
Beyond the studio, Marketing Bee has been involved in national television productions showcasing food to mainstream audiences, strengthening its ability to position brands in front of consumers. The agency’s cross-vertical expertise spans fresh produce, packaged goods, frozen items, beverages, and international food campaigns, which is an unusually broad remit within a narrow sector.
International Perspective, Local Roots
While deeply embedded in Australia’s food retail landscape, Marketing Bee’s work has extended to global markets, particularly across Asia and Europe. In a sector increasingly shaped by international supply chains and cultural shifts, this cross-border perspective has become critical.
The agency’s directors trace their inspiration to a passion for food’s unifying power. What began as recognition of a gap in digital management for food businesses has evolved into an agency that sees food not only as a product but as an industry where creativity, logistics, and consumer trust collide.
Industry Engagement
Marketing Bee will debut its new tagline publicly at Fine Food Australia 2025, the nation’s flagship food industry event, held at ICC Sydney. CEO Sharon Latour will also join the panel discussion “Global Tastes, Local Plates: The Rise of Multicultural Dining”, exploring how migration, travel, and digital culture are reshaping Australia’s culinary identity.
Such forums are important not only for visibility but for thought leadership. They allow the agency to position itself in dialogue with chefs, entrepreneurs, and global brands, reinforcing its reputation as more than a supplier of services, but a participant in the cultural and commercial evolution of food.
The Road Ahead
“Built For Food & It Shows” is both a summation and a signal. It affirms Marketing Bee’s longstanding sector focus while making clear the agency’s intention to lead within it. Considering that food businesses face intensifying competition, sustainability pressures, and evolving consumer expectations, the value of specialised expertise is only likely to grow.
For Marketing Bee, the tagline is not a shift in direction but a sharpening of purpose. It speaks to the belief that in food marketing, depth matters. And in building itself entirely for this industry, the agency has found not just a niche, but a vantage point from which to shape how Australians, and increasingly the world, see and consume food.
Find out more about Marketing Bee and their services by visiting marketingbee.com.au.
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